Brand Tone

Authoritative and Expert, Encouraging and Motivational, Quality-Focused and Confident, Customer-Centric and Supportive, Direct and Informative

Brand Values

• •Quality
• •Customer Service
• •Performance/Achievement
• •Strength and Durability
• •Reliability

Best Practices

• •Speak with Authority, Backed by Quality: Use confident language that reflects the robust nature of the products. Highlight testing, materials, and design features that underscore durability and performance.
• •Be Encouraging but Direct: Motivate customers to achieve their fitness goals while providing clear, concise information about products and their benefits. Avoid overly casual or flippant language.
• •Emphasize New Zealand Roots (Where Appropriate): Subtly reinforce the brand's origin and commitment to serving the New Zealand fitness community, as this is a stated part of their identity.
• •Focus on the Customer's Goals and Success: Frame product benefits in terms of how they help the customer achieve their strength and fitness aspirations. Shift the focus from just selling equipment to enabling personal achievement.
• •Maintain a Professional and Supportive Customer Service Voice: Ensure that all communications, from product descriptions to customer service interactions (as seen in their review replies), are helpful, respectful, and reinforce the brand's commitment to "unparalleled customer service."

Social Perception

Positive Customer Experiences, Trusted Supplier, New Zealand-Focused, Mid-Range Challenger Brand

Copy Examples

• •Headline: Forge Your Strength. Conquer Your Goals. Body: Don't just dream of peak condition, build it. Industrial Athletic provides the rigorously tested, high-quality strength and conditioning equipment New Zealanders trust. From your first home gym setup to outfitting a champion's training ground, we deliver durability and performance, every single rep.
• •Headline: Built Tougher. For Your Strongest You. Body: Why settle for less when you can invest in strength that lasts? Industrial Athletic gear is engineered for relentless performance. Experience the difference quality manufacturing makes to your training and achieve results you can be proud of.
• •Headline: Your Fitness Journey Starts with Unquestionable Quality. Body: Whether you're a beginner or a seasoned athlete, Industrial Athletic is your partner in strength. We're committed to unparalleled customer service and providing the premium gym equipment you need to invest in yourself and transform your fitness.
• •Headline: The Foundation of Every Powerful Workout: Industrial Athletic. Body: From robust racks and rigs to precision-engineered barbells and kettlebells, build your ultimate training space with equipment designed in New Zealand for peak performance and unwavering reliability. Get the hardware you need, backed by a team that understands your pursuit of strength.
• •Headline: Serious About Strength? So Are We. Body: Industrial Athletic delivers more than just gym equipment; we deliver the confidence that comes from training with gear built to endure. Our relentless pursuit of quality means you can focus on pushing your limits, knowing your equipment won't let you down.